CTE 3431 Final Exam Review Role of Product Developers Design apparel styles Write specifications for construction of the apparel styles Coordinate style selections to develop a product line Product development the strategic creative technical production and distribution planning of goods Consumer driven Goal is to eliminate non value added steps such as warehousing Defines the product through detailed standards and specs Requires partners who share the responsibility and risk for producing a quality product Lends itself to multiple channel distribution stores internet catalog Creative planning spring and fall trends drive both marketing and in store visuals Merchandise planning merchandise budget identifies the resources needed to meet profits sales and margin objectives for a specific season Line or range plan sets sales and margin goals for lines Assortment plan breaks down the line plan into components that address customer preferences A merchandise calendar controls the events required to get the planned apparel products to the customer at the right time Production planning links merchandising creative design and technical design decisions to the actual construction of products Today actual garment production often takes place in distant offshore locations Line concept results from trend research and includes the mood theme and key elements that contribute to the identity of the line Line development begins as the design team translates the line concepts into groups of garments to be delivered throughout the selling season Line presentation consists of showing the proposed line of products to the technical design staff and sourcing managers for selection of styles to include in the season s product line Apparel Supply Chain Traditional linear supply chain 1 Fiber production 2 Yarn manufacturing 3 Textile production 4 Apparel manufacturing 5 Retailers 6 Final consumer Apparel supply chain structure today builds on CORE COMPETENCIES sourcing more complex and flexible than the traditional linear model collaborative PLM software o Seasonal concept line development definition sourcing costing Vertical integration o A strategy that seeks to consolidate a supply chain by acquiring a company or companies at another stage in the supply chain With fewer links in the supply chain cycle times are reduced Enables the ability to achieve getting THE RIGHT CLOTHES TO MARKET AT THE RIGHT PRICE AT THE RIGHT TIME Business functions Basic business functions Merchandising planning development and presentation of the product line from concept to delivery Marketing advertising and promotional objectives sales goals and marketing programs and tools Operations the upkeep of equipment used by employees Finance expenditures for materials and equipment salaries of employees and the overall budget Sourcing supply chain management Consumer markets The ability to forge an emotional connection with consumers will increasingly drive the profitability of product development We define our customers via lifestyle segments 1 Demographic data age gender women now outnumber men in the US and women tend to buy more clothes than men but men may spend more on individual items marital status newlyweds tend to spend less than single individuals family size income spending habits occupation education religion ethnicity regional weather and allegiance to sports teams may influence the content of regional advertising supplements 2 Psychographic data a Life stage the typical junctures of adult life that have an impact on decision making such as marriage divorce having children and retirement b Attitudes a person s opinions about issues products services and institutions as influenced by experience peer group thinking demographics and personality c Class consciousness reflects an individual s desire for social status d Motivation an internal or external stimulus that causes an individual to act 3 Generational data members of a generation are linked through shared life experiences in their formative years a Generational marketing the study of the values motivations and life experiences that drive generational cohorts influencing how they spend and save their money i Millennials Generarion Y confident optimistic about the future globally oriented technically savvy and prefer social media ii Baby boomers represent 23 of the population health and wellness are priorities as they retire or near retirement their spending decreases expect advertisements to be informative lifestyle oriented and feature models their age iii Matures their respect for institutions and their desire to conform translates into enduring brand loyalty iv generation c a generation born into a very complex global community that are very connected to one another through creative communication Trend Forecasting or business A trend is the direction in which something tends to move in a way that affects culture society Color forecasting process release their forecasts 12 18 months prior to a season 1 Color associations these organizations provide forums for their members to come together to discuss the various issues of color network with other industry professionals exchange information become familiar with new technology and forecast color directions forecast 1 3 years in advance a Color marketing group b c CAUS ICA 2 Textile consortiums each of these organizations develops a seasonal color story that is geared to the end use categories of the markets it supplies The predictions come to life as textile manufacturers present their seasonal lines at global fabric fairs that occur about one year before a consumer season a Wool Bureau 3 Color Forecaster offer subscription color services for a fee Forecast 12 18 months prior to a b Cotton Inc c Manmade Fiber Producers season a D3 Doneger Design Directions b Huepoint c The Color Box Short term forecasting process of analyzing current events and pop culture to identify new trends that can be communicated to the customer through seasonal color fabric and silhouette stories to give fashion a fresh look each season Long term forecasting a process for analyzing and evaluating trends that are identified by continuous scanning of a variety of sources for information Design Principles Proportion the relationship or scale of all of the garment s or ensemble s parts to each other and to the body as a whole Balance a sense of stability or equilibrium It is determined by dividing a silhouette vertically down the middle o A